We often hear of social media being equated with tools and platforms. But it's really much more than that.

If you're adopting these technologies and behaviors at your company, it's not about the shiny new toys. It's fundamentally about culture change. And that type of transformational change - which may include updating business practices - must come from the top. But more than a top-down dictum, it's got to be part of leadership.

I've previously discussed leadership here - in particular the leadership from Ford's CEO Alan Mulally, who really gets social media. He promotes a culture of transparency and openness that is completely aligned with the way we're trying to engage with consumers online and think about how we do business. Consistency of purpose and of message is key.

The Washington Post's "On Leadership" feature recently did a two-part interview with Alan that captures some of the thinking behind what makes this major culture change at Ford such a success. I thought it was valuable to share these videos with you, since there are broader business lessons here that any marketing, communications or social media professional should understand.

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Hi, I'm Scott. This is my personal site, where I share my perspectives on business, technology, communications, marketing and the vast changes in the industry that impact leadership. All views are my own. If you're interested in Sherlock Holmes, see my other site, I Hear of Sherlock Everywhere.